100 Essential GTM Metrics

Customer Acquisition Cost (CAC)

Total cost to acquire a new customer including sales and marketing expenses

LTV:CAC Ratio

Lifetime value to customer acquisition cost ratio for profitability assessment

CAC Payback Period

Time required to recover customer acquisition investment

Blended CAC

Average acquisition cost across all marketing channels

Paid CAC

Customer acquisition cost from paid marketing channels only

Organic CAC

Cost to acquire customers through organic channels

Cost Per Lead (CPL)

Average cost to generate a qualified lead

Cost Per Click (CPC)

Average cost for each click in paid advertising campaigns

Cost Per Impression (CPM)

Cost per thousand impressions in display advertising

Click-Through Rate (CTR)

Percentage of impressions that result in clicks

Conversion Rate

Percentage of visitors who complete desired actions

Landing Page Conversion Rate

Conversion rate specific to landing page performance

Traffic-to-Lead Conversion

Percentage of website visitors who become leads

Brand Awareness

Measurement of brand recognition and recall

Share of Voice

Brand's visibility compared to competitors in market conversations

Lead Volume

Total number of leads generated over a specific period

Marketing Qualified Leads (MQL)

Leads that meet marketing criteria for sales readiness

Sales Qualified Leads (SQL)

Leads validated by sales as legitimate opportunities

MQL to SQL Conversion

Percentage of MQLs that become sales qualified

Lead Score Distribution

Analysis of lead quality based on scoring models

Lead Velocity Rate

Month-over-month growth rate of qualified leads

Lead Source Attribution

Distribution of leads across different marketing channels

Form Conversion Rate

Percentage of form views that result in submissions

Email Open Rate

Percentage of sent emails that are opened by recipients

Email Click Rate

Percentage of opened emails that generate clicks

Lead Nurturing Conversion

Effectiveness of lead nurturing campaigns

Content Conversion Rate

Lead generation effectiveness of content assets

Webinar Attendance Rate

Percentage of registrants who attend webinars

Demo Request Rate

Conversion rate from website visits to demo requests

Lead Response Time

Time between lead creation and first sales contact

Sales Cycle Length

Average time from first contact to closed deal

Win Rate

Percentage of opportunities that result in closed deals

Pipeline Velocity

Speed at which deals move through sales pipeline

Average Deal Size

Mean value of closed won opportunities

Pipeline Coverage Ratio

Pipeline value relative to quota requirements

Forecast Accuracy

Precision of sales forecasting predictions

Quota Attainment

Percentage of sales quota achieved by reps

SQL to Opportunity Rate

Conversion rate from qualified leads to opportunities

Opportunity to Close Rate

Percentage of opportunities that close successfully

Sales Rep Productivity

Revenue generated per sales representative

Activities per Deal

Number of sales activities required to close deals

Lead to Customer Rate

Overall conversion rate from lead to paying customer

Deal Slippage Rate

Percentage of deals that slip to future periods

Time to First Value

Time for customers to realize initial product value

Proposal to Close Rate

Conversion rate from proposal to closed deal

Daily Active Users (DAU)

Number of unique users engaging with product daily

Monthly Active Users (MAU)

Number of unique users engaging with product monthly

DAU/MAU Ratio

User engagement frequency and stickiness indicator

Average Session Duration

Mean time users spend in each product session

Feature Adoption Rate

Percentage of users utilizing specific features

User Onboarding Completion

Percentage of users completing onboarding flow

Time to Value

Time for users to achieve first meaningful outcome

Product Stickiness

Measure of user habit formation and engagement

User Retention by Cohort

Retention rates tracked by user acquisition periods

Churn Rate by Cohort

User churn patterns across different acquisition cohorts

Pages per Session

Average number of pages viewed per user session

Bounce Rate

Percentage of single-page sessions with no interaction

User Journey Funnel

Analysis of user progression through key actions

Activation Rate

Percentage of users reaching activation milestones

Product Qualified Leads (PQL)

Users showing strong product engagement signals

Monthly Recurring Revenue (MRR)

Predictable monthly revenue from subscriptions

Annual Recurring Revenue (ARR)

Annualized value of recurring revenue subscriptions

Net Revenue Retention (NRR)

Revenue growth from existing customers including expansion

Gross Revenue Retention (GRR)

Revenue retention excluding expansion revenue

Customer Lifetime Value (LTV)

Total revenue expected from customer relationship

Average Revenue Per User (ARPU)

Mean revenue generated per user over a period

Revenue Growth Rate

Percentage increase in revenue over time periods

Expansion Revenue

Additional revenue from existing customer upsells/cross-sells

Contraction Revenue

Revenue lost from existing customer downgrades

Revenue per Employee

Company revenue divided by total number of employees

Bookings

Total value of contracts signed in a period

Billings

Amount invoiced to customers in a given period

Deferred Revenue

Revenue collected but not yet recognized

Revenue Concentration

Percentage of revenue from top customers

Gross Margin

Revenue minus cost of goods sold as percentage

Customer Churn Rate

Percentage of customers who cancel in a given period

Revenue Churn Rate

Percentage of recurring revenue lost to churn

Customer Retention Rate

Percentage of customers retained over time period

Net Promoter Score (NPS)

Customer loyalty and satisfaction measurement

Customer Satisfaction (CSAT)

Direct measurement of customer satisfaction levels

Customer Effort Score (CES)

Ease of customer experience measurement

Support Ticket Volume

Number of customer support requests received

First Contact Resolution

Percentage of issues resolved on first contact

Average Resolution Time

Mean time to resolve customer support issues

Customer Health Score

Composite metric indicating customer success likelihood

Product Adoption Score

Measurement of feature usage and product value realization

Account Expansion Rate

Percentage of customers who increase spending

Renewal Rate

Percentage of customers who renew subscriptions

Customer Success Score

Predictive score for customer success outcomes

Time to Resolution

Average time to resolve customer issues